Paige Smith

About

Creative Director and brand strategist with extensive experience leading end-to-end visual identity and creative systems across campaigns, product launches, digital, and social. Founder/CCO with a track record growing a contemporary accessories brand, and a design partnership background delivering high-craft assets independently. Skilled in performance-aligned creative, CreativeOps/DesignOps workflows, and leading multi-disciplinary teams from concept through production-ready execution.

Experience

• Creative Director · 68604-01-2022 – 03-01-2026

  – Led the strategic repositioning of the 686 brand; operationalized a new creative system that unified product, campaigns, and digital storytelling under a single, scalable vision. – Built a performance creative engine from scratch that balanced brand integrity with high-volume conversion goals, enabling growth teams to scale without compromising creative quality. – Identified opportunity and built the women’s product strategy from the ground up, leading research, defining fit systems, and creating storytelling frameworks that expanded category relevance and consumer insights. – Captured a massive market gap by doubling DTC orders through the ground-up development of a new women’s product strategy, encompassing fit systems, research, and narrative frameworks. – Established strategic frameworks that replaced reactive content production with intentional planning, creating cross-channel alignment and increasing impact while reducing volume.

• Freelance Designer · LA City Metro

  – Decade-long design partnership delivering high-craft visual assets independently across campaigns, environmental graphics, and communications. – Trusted to execute at a high level with no oversight with self-directed design rigor.

• Founder/CCO · VereVerto01-01-2012 – 09-01-2019

  – Founded and built a contemporary accessories brand from concept to 170+ wholesale accounts worldwide while driving +50% YoY DTC growth through systematized visual strategy and operational infrastructure. – Designed complete product line (transformable leather bags) from concept through manufacturing, partnering with artisan factory in Ubrique, Spain to create minimalist, functional products that became cult favorites. – Built operational systems and infrastructure that enabled growth: developed wholesale reporting frameworks, retailer asset management processes, and cross-functional workflows that scaled across teams and partners. – Led DTC strategy: built website, designed email campaigns, art-directed e-commerce photography, and established brand voice that drove 17K+ organic Instagram community and sustained customer loyalty.

• Lead Designer/Art Director · Saint-Urbain

  – Led designers and clients through end-to-end brand deliverables, from positioning and identity through production-ready creative systems. – Built production workflows and communication standards that improved team velocity, quality, and on-time delivery across client engagements. – Directed art direction and design across print, digital, packaging, photoshoots, and environmental/retail experiences.

• Brand Director · CALA01-01-2020 – 09-01-2021

  – Led visual identity and brand systems for new apparel launches, including seasonal storytelling and go-to-market creative. – Established brand consistency frameworks across seasons through clear positioning, visual systems, and storytelling. – Led cross-functional creative teams across key channels, from concept to execution, ensuring cohesive brand expression at every touchpoint.

Education

• Texas Tech UniversityB.A., Design Communications

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